Juice Beauty x Gwyneth Paltrow

It’s not often you find so pretty a partnership. Karen Behnke, Juice Beauty’s eco-leader and longtime champion of organic beauty found an ideal partner for the organic skincare company’s new makeup launch: Gwyneth Paltrow, a well-known advocate for wellness and non-toxic products through her lifestyle brand GOOP.
The results of the collaboration, first announced in Women’s Wear Daily, have been a success. Juice Beauty products have received rave reviews from the organic beauty community, quickly becoming award-winners and best-sellers.
Services // Packaging

Juice Beauty x Gwyneth Paltrow

It’s not often you find so pretty a partnership. Karen Behnke, Juice Beauty’s eco-leader and longtime champion of organic beauty found an ideal partner for the organic skincare company’s new makeup launch: Gwyneth Paltrow, a well-known advocate for wellness and non-toxic products through her lifestyle brand GOOP.

The results of the collaboration, first announced in Women’s Wear Daily, have been a success. Juice Beauty products have received rave reviews from the organic beauty community, quickly becoming award-winners and best-sellers.

Services // Packaging

DESIGN

To reflect Paltrow’s classic California cool aesthetic, the makeup components were kept minimal with clean silhouettes in shiny silver and gray. To highlight her playfulness, product names like “Chelsea (Handler)” and “Cabernet” give a nod to Paltrow’s favorite ladies and wines from her home state.
A significant part of the project focused on refining the Juice Beauty logo hierarchy and color palette. Apart from minor tonal etching on a few key components, the iconic green “JB” drop was removed from the logo to give a luxurious and modern feel to the packaging.

DESIGN

To reflect Paltrow’s classic California cool aesthetic, the makeup components were kept minimal with clean silhouettes in shiny silver and gray. To highlight her playfulness, product names like “Chelsea (Handler)” and “Cabernet” give a nod to Paltrow’s favorite ladies and wines from her home state.

A significant part of the project focused on refining the Juice Beauty logo hierarchy and color palette. Apart from minor tonal etching on a few key components, the iconic green “JB” drop was removed from the logo to give a luxurious and modern feel to the packaging.

Photography // Juice Beauty // Petit Vour // Evocatively Chosen // Time Inc. Digital Studios

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Photography // Juice Beauty // Petit Vour // Evocatively Chosen // Time Inc. Digital Studios

NEXT PROJECT

Hello From San Francisco

© 2021 PushupCo

Hello From San Francisco

© 2021 PushupCo